Charlotte Beers at Ogilvy and Mather Worldwide. The case describes how successful new CEO Beers takes over an old advertisement agency and revamps the institution.

1 Recommendations 1.Define Brand Stewardship work procedures, provide coaching and training to gain support in the middle/lower management. Create an O&M-brand, use BrandPrint for O&M itself. 2.Align the organizational structures of the company by establishing profit centers. Focus the ERP system on worldwide CRM. Adjust the compensation system to reward brand thinking and brand management. 3.Recraft and connect the vision to O&M's core values, create a visible BHAG and …

…is substantial. To justify that expenditure, it is necessary to build volume by targeting the largest corporations which have a need for truly global brands. In case of scarce resources or busy local offices, small accounts and local clients have to be dropped first. This will also help to establish the company image as the brand steward of the giants and aid to fully turn the recently positively developing profit margin into substantial bottom-line results.